Do you want to raise awareness and learn more about business in the global maritime industry? Making Waves sets out in clear, practical steps how you can harness the power of PR to build your profile, win business and prevent crises. In other words, the book sets out the rationale for why PR should be taken seriously by maritime businesses.
Authored by Ben Pinnington, founder of British public relations firm Polaris Media, this ‘insider’s guide’ to PR should convince any wavering SME or media-shy company owner of the importance and value of a PR strategy that is integrated with your strategic plan.
Namely, the book raises awareness of the following elements:
- Improve reputation: Learn how to influence attitudes and behaviours and build good relations.
- Grow awareness: Boost your profile in the local, national and international maritime press and on social media.
- Create opportunities: Reach a global audience beyond the limits of your existing network.
- Work with key people: Build the profile of your senior team as key people of influence in your niche.
- Increase value: Improve the value of your business and increase your price points.
- Protect your business: Shield your business from crises through planning.
- Find higher purpose: Identify an inspiring ethos and bold message that will galvanise your team, clients and stakeholders. Drive real change in your industry.
What makes this book a worth read is that it reflects the author’s vast professional experience, wealth of knowledge, ethical counsel and PR know-how. At the same time, solid advice runs throughout the book, for example: ‘PR is integral to the management of any organization.
Overall, all the above-mentioned features make the readers realize the vital roles that the maritime industry commands both commercially and environmentally in the future global trading journey.
I was inspired to write Making Waves out of love for the industry. From the moment I first walked into a shipbuilding hall in 2008 at our first maritime client I was hooked. As a former journalist I immediately saw that the maritime industry has some of the greatest stories to tell of any sector in the world. However, I was also inspired to write the book out of frustration that maritime does not always communicate well with the media and often prefers a low profile. Making Waves is written to try and help executives, who often come from an engineering rather than marketing background, to understand how to use PR better at a time of greater scrutiny especially with decarbonisation and ESG measures like the Poseidon Principles.
…as Ben Pinnington concludes.
